By Jamie White – Head of Communications

Honda has launched a new interactive film bringing to life the brand’s ‘other side’ ahead of the hotly-anticipated launch of the new Civic Type R in 2015.

Next year, Honda will launch the all-new Civic Type R – promising to be the most extreme and high-performing model to wear the famous ‘Red H’ badge – embodying this other side of the marque.

As the film asserts, Type R is the wild child alter-ego of the Civic hatchback that customers know and trust.

The Other Side aims to bring to life these two sides of Honda by putting fans at the heart of a high-adrenaline dual narrative. The story unfolds in two parallel tales, one set during the day and the other at night. The daytime story sees a father picking his daughter up from school in his white Civic and driving her to a surprise party. By contrast the night-time narrative shows the father’s other side – an undercover cop driving a crew of art thieves to a police sting, in a head-turning red Type R.

Honda UK spearheaded the campaign, investing in large-scale media support across TV, digital and social channels throughout November.

The Other Side was shot by acclaimed director Daniel Wolfe, the creative force behind award-winning commercials, music videos and the recent Cannes Film Festival highlight ‘Catch Me Daddy’. Music was scored by Bobby Krlic of The Haxan Cloak.

Martin Moll, Honda Motor Europe’s Head of Marketing, said: “This campaign marks a very significant time for our brand. The Civic Type R is one of four new car launches for Honda in 2015 and provides a powerful halo-effect for the marque. Just as our products are renowned for being innovative, our communications style will amplify this. By way of example, we are not aware of anyone else creating interactive user content in the same dramatic way, which should give it a very strong appeal.”

More about the Honda interactive experience can be found here – www.hondatheotherside.com and the trailer can be viewed here.

Mystery shopping and performance improvement company, Douglas Stafford, provides Honda UK with a bespoke nationwide mystery shopping, customer experience and performance coaching programme.